The Ministry Of Industry And Commerce Intends To Push The New Deal To Push The "Branding" Of Textile Enterprises.

The country's policy of supporting the textile industry seems to have never stopped.

Since August 1st, many new textile export tax rebates have been expected to come into effect.

Obviously, this can bring short-term benefits to some export enterprises, but the fundamental pressures of appreciation expectations, rising costs and capital continue to perplex enterprises.

According to the latest figures released by the General Administration of customs, the total export volume of textiles and clothing in China in the first 7 months of this year amounted to US $100 billion 360 million, an increase of 7.67% compared with the same period last year, and export growth continued to show signs of slowing down.

On the 21 day, the reporter learned through authoritative channels that the consumer goods department of the Ministry of industry and information technology is brewing to introduce relevant support policies to guide the construction of clothing brands.

Fan Min, director of the Department of industry management of the former State Textile Industry Bureau and chief analyst of China's first textile network, said in an interview with our reporter that brands and channels are two important indicators for the upgrading of the textile industry. The government intends to introduce policy support to guide the construction of clothing brands, which is actually aimed at solving the industrial upgrading of the garment and textile industry in the medium and long term.

New deal brewing

Since August 1st, the export tax rebates for most textile and apparel products have been formally raised since August 1st, and there has been a rare 10 consecutive trading day decline since the end of July.

According to sources close to authoritative departments, the environment for the development of textile and garment enterprises has been affected in recent years.

Macroeconomic factors such as macroeconomic regulation and control and RMB appreciation have inhibited the enthusiasm of investment in manufacturing industry.

Under pressure, many manufacturing entrepreneurs have invested the money that should be invested in reproduction into real estate, stock and other industries.

If the government's macroeconomic regulation and control is tightened again, and once again raise the deposit reserve ratio and loan interest rate, many textile and garment enterprises will be more unhappy, because this will further inhibit the reinvestment of enterprises.

Judging from the current situation, the fine-tuning of policies can not solve the "substantive" problem at all.

Therefore, the best way for garment enterprises to get rid of the current predicament is to continue to adhere to industrial upgrading and take the road of "branding".

But at present, it is still difficult to complete the brand construction according to the strength of the textile and garment enterprises. Considering these factors, the government will give some help and guidance.

The main competition of the domestic garment industry lies in the competition between brands and sales channels, said Wang Qian, editor in chief of the first textile network.

Fan Min told reporters that at present, the decision-making level has realized the importance of brand and channel.

As the two important indicators of industrial upgrading, brand building is imperative.

Many enterprises already have a certain brand awareness, but do not know how to do it. This requires the relevant departments of the state to conduct proper guidance.

For example, we should give some policy support to the independent brand enterprises, appropriately relax the credit policy and so on.

I believe these policies will be introduced in the second half of the year.

Overall lack of brand

Although it has been on the road of branding for ten years, at present, China's processing trade enterprises really have their own brands and few in the world.

At present, China's clothing brand construction is still in the incubation stage, with many low-end brands, and lack of brands capable of going to the world.

Wang Qianjin told reporters that the polarization of brand clothing and non brand clothing prices has a very clear indicator orientation in the market.

For example, since 2007, the price index of clothing products in large retail businesses has remained above 100, reaching a maximum of 142. This index represents high-end clothing, while CPI's clothing price index mainly represents mass consumption, which has continued to decline so far.

The divergence of these two indicators reflects that with the increase of per capita income, people's consumption of medium and high grade commodities is increasing gradually, and the demand for cheap commodities is decreasing. This trend will continue in the process of rapid economic development and accelerating urbanization process.

The seven wolves and the good news birds are the enterprises that have taken the branding road earlier in our country.

In 2007, the clothing sales of the two companies continued to maintain a relatively rapid growth after the price increase of 10%-15%. It also showed that the clothing enterprises with their own brands and sales channels had greater room for development.

For textile enterprises that are still in the "cold winter", relying on labor-intensive industries to support the development of enterprises has narrowed down.

Improving the technological content of products, enhancing the added value of products, winning by quality, and making "brand" have become an urgent matter for the current light textile industry.

Expert guide brand strategy

In the textile industry, there is a popular saying that "today's industry structure is not actively adjusted, and tomorrow will be adjusted by the industrial structure". The most fundamental way out for the textile industry to achieve sustainable development is to increase the "contribution rate of science and technology" and "brand contribution rate".

Fan Min pointed out to reporters that from the perspective of the adjustment of industrial structure, the pformation period of textile and garment industry should last 5-10 years, starting with the beginning of the appreciation of RMB in 2005, and the pformation period can be divided into passive preparation period, survival winter period and adjustment growth period.

In 2008 and 2009, it is the most difficult time for textile and garment enterprises. In 2010, the textile industry will pass through the pition and severe winter.

How can textile enterprises overcome these difficult times and build up their own advantages in market competition?

Zhang Xueying, deputy director of the Economic Forecasting Department of the state information center, stressed that the most important thing for textile enterprises is to cultivate their own brands.

Scale, grade and sustainable development will bring high profit returns.

Xing Houyuan, director of the international trade and Economic Cooperation Research Institute of the Ministry of commerce further pointed out that textile enterprises should take the branding way and enhance the high added value of products, first of all, we should extend the industrial chain and increase investment in R & D.

In fabric, style design and so on, we should have our own higher positioning and design ability, and create our own brand.

At the same time, enterprises should subdivide the domestic target market.

To create its own brand in specific areas, first to occupy the domestic market, and no country in the world has a huge market like China with more than a billion people.

As a matter of fact, China does not have too many technical barriers to create brands. It can be seen from the international famous brand products of OEM.

Moreover, China's textile enterprises have the largest number, the strongest export capacity and the largest scale in the world.

Therefore, it is not a problem for Chinese textile industry to win a bowl of porridge in the future international market competition.